The Manager of the Friendly Bank, John Wilson, called together our marketing team; to resolve some major problems that Friendly Bank is experiencing. A recent market research survey concluded that the queuing times perceived by 10% of lost customers was a very pleasant experience. Another identified problem was in regards to the unprofitable accounts of customers. Accounts with an average of £100 or less a month are unprofitable and costly to Friendly Bank. In order to resolve the major issues, John has been advised to raise the minimum average deposit to £150 per month, thus Friendly Bank would retain its profitable customers and reduce the queuing times.

John feels unsure about implementing this recommended solution, which may lead to a potential Public Relations and corporate identity problem. Therefore our marketing team will aim to generate an alternative solution and balance the pros and the cons in order to implement an effective strategic marketing policy for Friendly Bank.

2. Problems encountered by Friendly Bank

· Dissatisfied customers due to services provided at the bank during peak demand periods. 10% of lost customers have moved to o

6 Recommendations for a long term improvement of Friendly Bank

Introduce internet banking with a small incentive Easier, faster and more efficient method for Friendly Bank customers to access their accounts This type of service from Friendly Bank will provide an impersonal service

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